There are several trends driving the superfood infatuation including experimentation, image-consciousness and wellbeing, illustrating that consumers are intrigued by both the exotic nature of superfoods and their potential to improve their image and health. Manufacturers are now also recognizing the multi-functionality of superfoods, which has led to the inclusion of such ingredients into sectors that are less saturated, including baby food and pet care. However, major producers must beware of the ethical, environmental, and legal challenges that accompany the "superfood" claim when developing and marketing their products.
Few trends that are driving superfoods in FMCG are:
- Wellbeing: Consumers who are conscious of their health recognise that incorporating the healthiest foods into their diets contributes to a feeling of physical and emotional wellbeing.
- Image Consciousness: Consumers who are highly aware of their own image are increasingly attracted to superfoods with micronutrients that claim to enhance the skin, hair, and nails after use.
- Experimentation: Experimentation signifies the desire for adventurous consumption experiences at a time when choice is more diverse. The exotic nature of superfoods can be leveraged to capitalize on this.
The report “Superfoods in FMCG” examines the various trends that are driving the superfood infatuation and how this has affected product development across different FMCG sectors, it covers the challenges to the superfood trend. Furthermore, this report also illustrating those manufacturers must note the ethical, environmental, and legal implications of marketing products on their superfood credentials.
Companies mentioned in this report: Marc Jacobs, Ballerina Natural, Ballerina Natural, Nails Inc., Purely Elizabeth, Ready Pac Foods, Sapporo Ichiban, Healthy Choice, Super Nature, Erdschwalbe, Nuwi, Supereats, Acaico, Oppo, Happy Family, Bioglan, Quinola, Friya, NutriBlade, Innocent, Wellness Trufood, Lily's Kitchen, Purina Beyond.
2. Growth drivers of super foods in FMCG
3.How super foods have manifested across different sectors:
i. Beauty and personal care
iv. Pet food and tobacco and anti-smoking aids